Responsabilità sociale d'impresa e stakeholder view

The work analyzes the evolution of Corporate Social Responsibility (CSR) concept and the importance of CSR for companies operating in ipercompetitive contexts. Carroll defines that companies must respect four responsibilities (economic, legal, ethic and philanthropic) and therefore they must respect people who are affected by their choices (Stakeholder view). Companies implementing CSR actions believe that organizations are successful when they satisfy requests of different stakeholders; organizations to achieve success and improve their competitive advantage by using corporate resources and capabilities (Resource-Based view). The originality of the proposed work lies in considering CSR as a dynamic capability. Resources and capabilities must be adapted to changes of the environment. Finally, companies must reconfigure their resources and capabilities to face the context in which they operate, so as satisfy stakeholder expectations before and better than competitors (Market-Driven Management) through innovative actions needed to increase their competitive advantage.